Futebol e inclusão: uma análise da campanha 'Lendas Alvinegras' do ABC Futebol Clube

Abstract

This study analyzes the “Lendas Alvinegras” campaign carried out by ABC FC. The campaign, implemented in 2023, stood out for its inclusion of Braille lettering and tactile fabric on the official jerseys. The general objective of the study was to analyze ABC FC fans’ opinions about the “Lendas Alvinegras” campaign, as well as to address specific objectives such as segmenting the profile of the fans surveyed, identifying the increase in engagement resulting from the campaign, and establishing the importance of inclusion initiatives for the fans. The research was characterized as descriptive, with a quantitative approach, and used a questionnaire applied to 311 ABC FC fans. The results showed that the majority of participants considered the “Lendas Alvinegras” campaign to be positive, demonstrating a significant impact on improving the club’s image and fan engagement. It was identified that ABC’s fan base is composed mainly of men aged 18 to 30, with a strong historical connection to the club, given the long period most respondents have been supporting it. Furthermore, the study highlighted that social inclusion initiatives, such as the campaign in question, are highly valued by fans, strengthening their emotional connection and loyalty to the club. It is concluded that the “Lendas Alvinegras” campaign was successful in associating the ABC FC brand with values of inclusion and social responsibility, demonstrating the potential of sports marketing as a tool for engagement and brand strengthening. It is recommended that the club expand similar initiatives to further consolidate its fan base.